Title:	Playing to the World’s Biggest Audience
Authors:	curtin, michael
Keywords:	Motion pictures—China
Issue Date:	2007
Publisher:	University of California Press
Description:	At the turn of the twenty-first century, feature films such as Crouching Tiger, Kung Fu Hustle, and Hero—each of them coproduced with major Hollywood studios—marched out of Asia to capture widespread acclaim from critics, audiences, and industry executives. Taken together they seemed to point to a new phase in Hollywood’s ongoing exploitation of talent, labor, and locations around the globe, simply the latest turn in a strategy that has perpetuated American media dominance in global markets for almost a century and contributed to the homogenization of popular culture under the aegis of Western institutions.1 These movies seem to represent the expanding ambitions of the world’s largest movie studios as they begin to refashion Chinese narratives for a Westernized global audience. Yet behind these marquee attractions lies a more elaborate endgame as Hollywood moguls reconsider prior assumptions regarding the dynamics of transnational media institutions and reassess the cultural geographies of media consumption. For increasingly they find themselves playing not only to the Westernized global audience but also to the world’s biggest audience: the Chinese audience.
URI:	http://10.6.20.12:80/handle/123456789/30936
ISBN:	978-0-520-25133-5
Appears in Collections:	Film and Television Production

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